Dubai-Based Samsung Mobile Advertising Campaign: MKT 3151 Project

This project outlines a comprehensive advertising campaign for Samsung mobiles, targeting a specific demographic in Dubai. The campaign begins with a SWOT analysis and identifies the target audience as individuals aged 15-50 with a respectable income. The creative idea centers on the concept of 'Features Worth Your Money,' aiming to differentiate Samsung from competitors. The campaign strategy involves a digital VFX ad, TV ads, social media promotion, outdoor advertising, and placements in newspapers and magazines, with a detailed budget allocation across various media channels. The project includes a creative brief, media plan, and sales promotion objectives, aligning with course requirements for MKT 3151, a creative advertising and promotion seminar.

Samsung mobiles AD
campaign
ENTER YOUR NAME HERE

Essence of Samsung mobiles
 Cutting edge technology.
 High quality features.
 Reliable.

Competition

SWOT analysis
Strengths Weakness
Has a market share of over 21%.
Has an intensive RnD department.
Has a wide range of products.
Android is perceived to be weaker
than IOS.
Opportunities Threats
A growing market.
The booming online media.
Apple’s perceived IOS platform is
greater than that of Samsung, and it
could prove to be a threat to the
sales of Samsung mobiles.

Target group
 The target audience for this ad campaign would be people belonging in
the age group of 15-50 years, with an annual family income of AED
18,000.
 This section of the population have a respectable in the society,
therefore, striving to keep that standard with the purchases they make.
 This is also the section of the population that would be able to afford a
Galaxy S10, as it can be inferred from their annual family income.

Creative idea
 The piercing insight: To maintain a standard in the society, people do
purchase a selective lot of items. However, these decisions are based on the
prices, and often not on the quality and rationale. Therefore, one must be
able to differentiate and get their money worth, by choosing Samsung over
the overpriced alternatives.
 The BIG idea: Features Worth Your Money.
 Brand connection: A digital VFX has to be created, in which two window
screens appear with an equal bundle of cash, and disintegrate into a similar
smartphone with similar features. While one window completely transforms
the bundle of cash into the product, the other has a lot of residual money left,
even after transforming into the product. The former symbolizes Samsung,
while the other one symbolizes its competitors.

Chosen media
 Mainstream media: TV ads would be perfectly able to portray the story,
while newspaper ads would just have to come up with a corresponding
poster of the ad, with the big idea slogan highlighting the ad. There
would outdoor advertisements for this as well.
 Digital media: The ad should debut on the online media through
Samsung’s official YouTube handle before being distributed through
other social media handles like Facebook, Twitter and Instagram.

Budget allocation
Television (12 months): AED 1,100,000 (Average for Vfx = 42K; Number of shots for a 2
min video : 12 shots + Production +Creative cost)
Social media (12 months): AED 1,218,000
(150,000+108,000+310,000+400,000+250,000)
Outdoor advertising (3 months): AED 1,926,000 (500,000+ 30K (Lampposts) +90K
(Banners) + 22,000 ( Megacoms))
Buses (3 months): AED 720,000 (2 buses per route; ( 60,000 x 3) =180,000 x 4 buses.)
Newspaper (3 months): AED 216,000 (40,000+32,000/month)
Magazine (6 months): AED 228,000 (180,000+108,000)
In store (6 months): AED 2,000,000
YouTube (6 months): AED 1,500,000 (250,000/month)

Thank you!